NewPrinces Launches Spartan Energy Drink in Italy

NewPrinces, a significant player in the Italian food and drinks industry, has entered the energy drinks market with the launch of Spartan. This new product line is distributed through Carrefour stores, a result of the vertical integration strategy following NewPrinces' acquisition of Carrefour's Italian operations last year, which included over 1,000 stores.

The Spartan energy drink is available in both an original and a sugar-free version, enriched with vitamin B6 and as a source of vitamin B12. This launch is part of NewPrinces' broader growth strategy, which aims to leverage its industrial capabilities, expand its product portfolio, and strengthen its integration between production, brands, and retail networks.

The production of Spartan takes place at NewPrinces' facility in Santa Vittoria d'Alba, previously acquired from Diageo in a transaction finalised last October, following the initial plan to close the site. The facility, now renamed Princes Ready to Drink, underscores the company's commitment to bolstering its beverage segment.

Earlier this year, Newlat Food acquired NewPrinces Group from Mitsubishi Corp. for £700 million, subsequently rebranding itself as NewPrinces. According to industry research by GlobalData, the Italian energy drinks market is projected to reach a value of $878.8 million this year, with an expectation to grow to $1.1 billion by 2029.